Some say green is the new luxury, but it seems it’s becoming the new basic, particularly when it comes to intimates. Indeed, the industry has been caught in the green sweep, not surprising considering organic cottons make an obvious conscientious cloth for underwear essentials.
While plenty of exclusively eco labels such as Peau-Ethique and G=9.8 have been selling sustainable skivvies for years, their conventional counterparts — Cosabella, Hanky Panky and Belabumbum among them — have recently joined the green team. It boils down to practicality and politics.
There’s no denying eco-chic has struck a chord with consumers. Consider Hanky Panky’s organic cotton thong. Sell-throughs were so strong after its introduction last spring, the firm upped its eco ante considerably with a full collection of organic styles for 2009. “[The thong] proved there is a market for organic products,” says Hanky Panky president and creative director Gale Epstein.
Cosabella, a favorite with the celebrity set, has also increased its sustainable supply to meet demand. After introducing the basic Bamboo collection for fall 2007, Cosabella expanded its eco offer with Eden, Bamboo’s sibling collection, for fall 2008. The effort continues for 2009 with the Bamboo shapewear line and Devon, Cosabella’s first organic cotton collection that explores the sweet, slightly sexy side of sustainability. As Guido Campello, Cosabella’s vice president of product innovation, sees it, environmentally minded innerwear, “is the next step for everybody.”
Such a statement has become a more convenient truth thanks to the great strides being made in low-impact processes, from dye treatments to the finer, softer fabrics required for everyday undies. Skin Lingerie’s Susan Beischel started her organic collection in 2006. The line now includes sleepwear, loungewear and, most recently, organic cotton panties. “I would love for the whole collection to be organic,” says Beischel. “But I’m known for my soft fabrics and it wasn’t until this past year that I was able to find the really fine cotton yarn that I wanted in organic.”
Quality and comfort aside, eco can often mean expensive, but Cosabella and Skin are both taking measures to keep prices in check. According to Campello, Cosabella’s Bamboo and Devon collections will be in the same countertop price range ($20 to $26) as the label’s viscose thongs. Meanwhile, Beischel has priced Skin’s organic line lower than its regular collections to “attract a younger consumer who might be more willing to change her ways.” As Skin’s trademarked slogan says, “Change Your Underwear.”
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia